other side of the Atlantic.

Latest figures reveal a seven percent increase in numbers in March, following a five percent gain in January.

And that tops the successful statistics for last year, which saw 17 percent growth to just over 37,000 visitors.

Officials are aiming to do even better this year as new advertising and focused promotions kick in.

Ian Parker, director of Bermuda Tourism in Europe, said a target for this year had still to be agreed but added he was aiming for an improvement again.

The UK is driving the figures upward, but vacationers from Germany, Italy and Switzerland are also contributing to the picture.

A strong pound, increased capacity from BA and marketing of different types of vacations are all helping to lure new visitors to the Island.

The two centre break, featuring flights to Boston or New York and a stay in Bermuda, is proving popular.

Mr. Parker said there the aim was to pick up some of the 7 million people who go to North America from Europe each year -- and to make them repeat visitors.

And short breaks, utilising the increased capacity and frequency of the BA 777 flights, are also selling well.

Advertising focusing on passive, active and culture seeking visitors will begin soon, in addition to a possible radio campaign.

Newspaper and magazine campaigns will target specific areas, in conjunction with other promotions.

And the Dockyard jazz festival will again feature UK radio station Jazz FM, which will broadcast live from the event -- bringing Bermuda valuable air time.

Mr. Parker is in Bermuda this week with European tourism staff to make presentations to the Tourist Board.

Euro briefing Bermuda: Officials from Bermuda Tourism in Europe are visiting the Island this week. From left: Bermuda Director of Tourism Gary Phillips, Italy sales director Ferdinando Parello, Jaz Anand, UK sales manager, Nicki Holmes, director of communications, Tourism Minister David Allen, Ian Parker, director of Bermuda Tourism Europe, Brigit Lintner, marketing manager and Liz Blakeborough, director of communications.